Case Study: Vodafone New Zealand identifies youth customers with 89% accuracy to boost targeted offers with Teradata Aster

Vodafone New Zealand - Customer Case Study

Vodafone New Zealand faced a marketing challenge: prepay customers can buy SIMs without registering personal details, leaving the carrier without demographic data and limiting offers to basic usage patterns. This made it hard to upsell or cross-sell and risked customers missing relevant deals.

Working with Teradata, Vodafone combined network (Hadoop) and billing data in Teradata Aster and used R to build predictive models that inferred customer traits—notably identifying youth users—with near real-time analytics (4-minute latency). The model achieved an 89% correct-prediction ratio, enabling targeted Vodafone Mates campaigns, higher campaign relevance and efficiency, and ongoing improvements while protecting individual privacy.

Vodafone New Zealand

David Bloch

Manager, Analytics and Data Strategy